Therefore, the retail chain began promoting its own brands. The result was not long in coming – customers began to choose the company’s products under the private label The online retailer has more often.
“VseInstrumenti.ru” has chosen video advertising and new tools The online retailer has
The online retailer has not changed its advertising channels. Since 2021, it has been spending at least 25% of its advertising budget on the most reachable tool — TV commercials on federal channels. The brand has supplemented the television campaign with the OLV format , which allowed it to interact with an audience that does not watch TV. I also noticed that the retailer actively cooperates with bloggers, is engaged in promotion on social networks, and tests new tools and formats. With the help of media advertising, the company managed to increase the recognition of AEG’s private label.
M.Video focuses on retail media and performance marketing The online retailer has
The electronics retailer first cut advertising costs, not seeing effective inventory, and then changed the media split and began using new formats and tools. The company launched the M.Click brand media and provided partners with access to targeted inventory. In 2022, the retailer held a tender worth 1 billion rubles for performance marketing services. Like any advertiser, M.Video strives to get a specific result from campaigns, which is the key advantage of performance tools. The retailer also invests in reach media and actively promotes the brand using new technologies. For example, the company has its own showroom in the Roblox metaverse.
Petrovich chose brandformance and digital tools The online retailer has
The brand has increased the number of brandformance placements, which I will talk about a little later. It also publishes interesting and useful video content about repairs, maintains a blog about whatsapp number list construction, forming an ecosystem and community around itself. In my opinion, the main difficulty for the chain of stores was finding an alternative to YouTube for placements. The Western video hosting solved the brand’s media tasks and provided the necessary OLV inventory for video advertising. The retailer changed the channel split and focused on the implementation of digital solutions : it added an online wallpaper fitting function to the website and application, and created a digital showroom. The brand managed to increase sales by combining data from the website and mobile application, reducing the cost of SRO The online retailer has by 27%.
Why are many retailers betting on video advertising?
According to joint data from Mediacom.Expert, the deposit rates will return to positive values Association of Directors of Communications and Corporate Media (AKMR) and the marketing research service Anketolog.ru, marketers use video in their work for:
- customer acquisition – 51%;
- advertising of new products – 49%;
- increase in audience engagement – 44%;
- increasing brand awareness – 42%;
- presentations of product benefits (video reviews) – 38%.
I would like to emphasize that the video format successfully solves these problems. Video content has a high reach and memorability, it is easier for users to “go viral” and is promoted by algorithms. At the same time, 63% of brands post videos in Telegram, 58% in VKontakte and 36% in VK Video. To solve marketing problems, brands use the following formats:
- Streams – 22%;
- Videos longer than one minute – 29%;
- “Circles” in social networks – 33%;
- Shorts (vertical videos) – 33%;
- Short videos and stories – 35%.
We have already noticed that 73% of users have whatsapp database brazil a positive attitude towards promotion through streams and broadcasts. Retailers now have an effective outreach tool in their inventory. Brands immediately appreciated the possibilities of video advertising and increased their budgets for video content production in 2024 by 84%.